Sensory-friendly screening of "Firefly" shines a light on inclusion... "Lights Up, Sounds Down" offers inclusive movie experience for autism community

by Info @Brand Zone | Jan. 21, 2025

In celebration of National Autism Consciousness Week, SM Cares, SM Cinema, Autism Society Philippines (ASP), and GMA Pictures partnered to host a successful sensory-friendly screening of the award-winning film "Firefly" on January 17, 2025. Over 2,000 participants across 10 SM malls, including children on the autism spectrum and their families, enjoyed a heartwarming and inclusive movie experience.

"Tuwing pumapasok kami sa mga SM malls, damang-dama namin acceptance, accomodation, and appreciation. It is the norm here," said Autism Society Philippines (ASP) Chair Emerita Dang Uy Koe. 

A child on the autism spectrum shares a smile with their loved one during the sensory-friendly screening of "Firefly" at SM Southmall.

SM Cares, SM Cinema, Autism Society Philippines, and GMA Pictures join forces to bring a sensory-friendly screening of "Firefly" to children on the autism spectrum and their families at SM North EDSA Cinema.

“Firefly” stars Alessandra De Rossi (right) and Euwenn Mikaell (left) grace the sensory-friendly screening at SM North EDSA Cinema.

Creating a welcoming space

The "Lights Up, Sounds Down" event went beyond entertainment. By adjusting lights and volume, creating a relaxed atmosphere, and allowing for movement and vocalizations, the screening catered to the specific needs of attendees on the autism spectrum. This empowered them to enjoy the movie at their own pace and comfort level.

Autism Society Philippines (ASP) National Spokesperson Mona Magno-Veluz shares a message in a video celebrating National Autism Consciousness Week.

A heartwarming moment captured at the sensory-friendly screening of 'Firefly' at SM City Olongapo Central, where families enjoyed a welcoming and inclusive movie experience.

"At SM Supermalls, we firmly believe that creating spaces where every individual feels valued, respected, and included is a responsibility we hold dearly.  This is a way of life here," said SM Cares Program Director for Disability Affairs Engr. Bien Mateo. 

The guests experience the magic of "Firefly" at the sensory-friendly screening in SM City Telabastagan, Pampanga.

An invited guest is captivated by the sensory-friendly screening at SM City Marikina.

A boy enjoys the special screening and shows respect and gratitude with a traditional 'mano po' at SM City Cebu.

Ongoing commitment

Positive feedback from families echoed the event's success. Many expressed appreciation for the inclusive environment, highlighting the joy and comfort it provided. This powerful experience underscores the importance of catering to the autism community's needs.

SM Cares: Championing inclusion

A commitment to inclusivity requires ongoing effort. SM demonstrates this by investing in employee training programs to better support individuals on the autism spectrum and their families. Additionally, SM Cinema prioritizes accessibility features within their theaters, creating a welcoming environment for all guests.

SM Cares is the Corporate Social Responsibility arm of SM Prime Holdings, with programs that support communities, promote social inclusion, and care for the environment. Aside from the program on Persons with Disabilities (PWDs), its advocacies include Programs for the Environment, Women and Breastfeeding Mothers, Children and Youth, Senior Citizens, and the SM Bike-friendly initiative.

To learn more, visit www.smsupermalls.com/smcares.

Celebrate Sinulog at SM with AweSM Festivities!

by Info @Brand Zone | Jan. 12, 2025

Get ready for an unforgettable Sinulog celebration at SM! Join the vibrant festivities at SM City Cebu and SM Seaside City Cebu, where stunning installations, lively performances, and exciting activities await.

Shop & Style

Find your perfect Sinulog outfit at SM City Cebu's Islands Souvenirs Sinulog Playground, complete with Cut-and-Style stations until January 26 at the lower ground level.

Faith & Art

Discover inspiring religious exhibits honoring the Holy Child at SM Seaside City Cebu:

• Sto. Niño Exhibit from January 8–19 at Seaview Wing

• OSA Niño Exhibit from January 10–21 at Cube Wing Atrium

Local Delights

Explore the AweSM Fiesta Fair located at the lower ground level of the main mall and discover Cebu’s best pasalubong and crafts at SM City Cebu, ongoing until Jan 19. Indulge in culinary feasts:

• StrEATS of Cebu at the lower ground level of SM City Cebu happening until January 19

• AweSM Lechon Festival at the City Wing Atrium of SM Seaside City Cebu beginning on January 13

Music & Fun

Feel the beat at SM City Cebu’s AweSM Groove Grounds from January 8–19, and dance to Sinulog tunes from January 10–19.

Don't miss the Skypark Party at SM Seaside City Cebu on January 18–19, starting 5 PM.

Picture-Perfect Spots

Meet and take photos with your favorite bears in Sinulog costumes at the North Wing Atrium of SM City Cebu from January 10-12 and January 17-19 at 3PM. Don't forget to strike a pose at the AweSM Artscape from January 13-28 in SM Seaside City Cebu.

Pet Parade

Enjoy colorful pet parades:

• PawSM Cebu Pawrade at SM City Cebu (January 12, 2 PM)

• AweSM Petstival at SM Seaside City Cebu (January 17, 2 PM)

Cebu Marathon

Be part of the iconic Cebu Marathon on January 12 at SM Seaside Complex.

Grand Finale

Wrap up Sinulog with the AweSM Fireworks Display at SM Seaside City Cebu (January 19, 9 PM) and the Soundwave Party at SM City Cebu (January 19, 7 PM).

Shop & Save

Don’t miss the AweSM Cebu Sale from January 13–19 with discounts up to 50%!

For updates, follow SM City Cebu (Official) and SM Seaside City Cebu (Official) on Facebook.

SM Cares marks milestone year in unwavering commitment to empowering Persons with Disabilities

by Info @Brand Zone | Dec. 3, 2024

As the world commemorates the International Day of Persons with Disabilities on December 3, 2024, SM Cares is once again reiterating its commitment to championing empowerment, inclusion, and support for Persons with Disabilities, leading the way in creating a society where all individuals, regardless of ability, can thrive with dignity and respect. Throughout 2024, this commitment has been more evident than ever, with SM Cares continuing to push the envelope with impactful initiatives that elevate the lives of Persons with Disabilities and build a more inclusive future for them.

A tradition of Persons with Disabilities-centric advocacy

Central to SM Cares’ ongoing mission of inclusion are its flagship programs, the "Angels Walk for Autism," the "Happy Walk for Down Syndrome," and the “Emergency Preparedness Forum.” These annual events continue to stand as powerful reminders of the importance of understanding, acceptance, and empowerment for those living with disabilities.

In April 2024, more than 22,000 individuals came together at the SM Mall of Asia Arena for the "Angels Walk for Autism," a significant event in partnership with the Autism Society Philippines. Held in multiple locations across the country, the event underscored the growing awareness and acceptance of the autism community, as families, advocates, and allies walked side by side to amplify their voices and call for inclusivity.

Not far behind, the "Happy Walk for Down Syndrome", held in March 2024, saw a sea of participants join forces to raise awareness and promote understanding of Down Syndrome. This vibrant celebration, in partnership with the Down Syndrome Association of the Philippines, exemplified how SM Cares continues to provide a platform for Persons with Disabilities to shine, breaking barriers and creating a supportive environment where everyone is celebrated for their uniqueness. 

Acknowledging the need for greater preparedness and resilience, SM Cares also hosted its annual Emergency Preparedness Forum for Persons with Disabilities and senior citizens in various locations across the country, offering training and resources to help these vulnerable groups stay safe in the face of emergencies and disasters. This initiative, which began six years ago, has been instrumental in empowering Persons with Disabilities with the tools and knowledge to navigate unforeseen events with confidence.

Fostering inclusivity through digital accessibility

While the three annual initiatives have remained the cornerstone of SM Cares' advocacy for Persons with Disabilities, the organization’s work extends far beyond these signature events. For instance, SM Cares has been steadfast in promoting accessibility and inclusion in every aspect of life. One notable initiative in line with this was the integration of digital accessibility tools such Eye-Able into SM Supermalls website, offering an accessible and user-friendly online experience for individuals with visual impairments. This pioneering step towards digital inclusivity ensures that the virtual world is a place where everyone can participate and access services without barriers.

Sensitivity trainings and partnerships for a more inclusive workforce

SM Cares hosted impactful forums aimed at fostering greater understanding and inclusivity for individuals with special needs. "Happy Talk: Usapang Down Syndrome”, in collaboration with the Down Syndrome Association of the Philippines (DSAPI), provided an open platform to raise awareness and break down stereotypes through shared stories and experiences. Similarly, A-OK Pilipinas Live!, held in partnership with the Autism Society Philippines during National Autism Consciousness Week, gathered thought leaders, lawmakers, and celebrities to explore key issues surrounding autism. 

In May 2024, SM Cares furthered its dedication to inclusivity by conducting sensitivity training for employees at their newly opened mall. This initiative aimed to equip staff with the knowledge and empathy needed to better assist Persons with Disabilities, ensuring that each SM Supermall remains a welcoming space for all regardless of their ability or disability.

A similar training session was recently conducted last November 5 at SM Prime's Headquarters and livestreamed nationwide to SM malls across the Philippines. This insightful event focused on deepening understanding of Tourette Syndrome and ADHD, inspired by one of SM's newly hired employees who lives with Tourette Syndrome. The training aimed to foster empathy, inclusivity, and awareness, empowering employees to create a more supportive environment for colleagues and customers alike.

Similarly, SM Cares joined forces with the Cerebral Palsy Epilepsy Family Awareness Support Group (CEFASGPH, Inc.) last October to raise awareness about cerebral palsy. The event, held at SM Southmall, underscored the importance of community support and awareness in ensuring that individuals living with cerebral palsy have the resources and care they need to thrive.

A commitment to inclusivity in sports and the performance arts

In a move to foster inclusivity in sports, SM Cares partnered with SM Skating to sponsor the training of Phenelopy Marzo, a young athlete with a disability pursuing her dream of becoming a figure skater. By supporting her lessons and providing access to world-class training facilities, SM Cares is not just helping Phenelopy follow her passion, but also sending a powerful message—that disability is not a barrier to achievement. This partnership exemplifies SM Cares’ belief in breaking down the walls that limit the potential of Persons with Disabilities in sports where they can shine.

SM Cares also hosted the Boccia Sports Tournament for Persons with Cerebral Palsy, offering a platform for individuals to demonstrate their athleticism and sportsmanship through boccia, a precision sport designed for athletes with limited motor skills. By organizing such an event, SM Cares encouraged inclusion and provided the athletes with the recognition they deserve, inspiring them to further pursue their passion and break barriers in the said sport.

Meanwhile, SM Cares has demonstrated a strong commitment to uplifting Persons with Disabilities in the performing arts through its support for Rondalla on Wheels, creating a platform for them to showcase their skills. 

In partnership with PAVIC, a free concert titled UNSEEN: Beyond Vision was organized and open to the public, featuring visually impaired children as the star performers. The event highlighted their incredible talent and unwavering spirit, offering a moving celebration of resilience and limitless possibilities.

With this, SM Cares highlights the incredible talent of Persons with Disabilities, allowing them to express themselves and bring joy to others through their performances. This initiative embodies SM Cares’ dedication to promoting equal opportunities for all, regardless of physical limitations.

Creating a space where every story—and every child—belongs.

Book Nook, a vibrant community library and learning hub, has become a welcoming space for all, hosting activities that celebrate inclusivity and diversity. In partnership with Best Buddies Philippines, it held special Book Reading sessions focused on themes of neurodiversity, thoughtfully designed to engage children with special needs

Looking ahead: Building a more inclusive society

The year 2024 has been a monumental chapter in SM Cares’ journey towards creating a more inclusive Philippines. Through these efforts, SM Cares continues to provide platforms for learning, connection, and advocacy: these initiatives are not just events, but milestones in the fight for equality and empowerment for the PWD community.

Members of Persons with Disabilities community groups, tenants, and employees of SM joined the National Disability Rights parade at SM City Caloocan, which aimed to highlight and honor the rights and contributions of the PWD community. 

As the organization moves ever forward, SM Cares remains unwavering in its commitment to promoting awareness, understanding, and empowerment for Persons with Disabilities. While the work is far from over, with every step, SM Cares is creating a world where disability is no longer a limitation, but a call for greater inclusion and innovation.

SM Cares is the corporate social responsibility arm of SM Supermalls, supporting initiatives focused on communities and the environment. Its advocacies include Programs for the Environment, Persons with Disabilities, Women & Breastfeeding Mothers, Children & Youth, Senior Citizens, and the SM Bike-friendly initiative. 

To learn more about these programs, visit www.smsupermalls.com/smcares.